Efectos de las promociones en precios sobre la satisfacción del turis-ta: Examen de la relación entre el precio y la satisfacción

Abstract

In the tourist market, price promotions are frequently used in order to encourage the sales of a product. Nevertheless, the use of this promotional tool may affect the consumer’s evaluation of the purchase and the long-term business results. This study analyzes the effect of price promotions on the tourist’s evaluation of the package tour acquired and on his or her level of satisfaction. An empirical inves-tigation is performed, which was focused on tourists who travelled from Spain to South America, Central America or Caribbean through the purchase of a package tour. Results indicate that the perceived quality of the trip is the most important variable on the formation of satisfaction. Moreover, the effect of promotions in the satisfaction is nonlinear, indirect and negative

Keywords

• Price promotions
• Service quality
• Satisfaction
• Package tour